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Friday, December 18, 2009

Open message to all celebrity endorsed companies

I don’t buy your product because a celebrity is used in your advertising.

I won’t stop buying your product because a celebrity you used to endorse your product is no longer the squeaky clean person you thought they were.

I buy your product because I like it and as long as I continue to like it, I’ll continue to buy it.

-=-

Is a product A better than product B because celebrity A is in the TV commercial?

Is product A suddenly worse than product B because celebrity A has fallen from grace?

Of course not.

If I’m looking for… golf clubs, I might care that Tiger Woods uses a certain brand. That’s a topic that I’m sure he knows a lot about. Is that product suddenly crap because he made bad choices in his personal life?

If I’m looking for razor blades, I could care less that he uses a certain brand. If you want to sell me your brand, show me a guy who can grow a 5 o’clock shadow by 9am and how your product solves that problem.

If you’re using a celebrity to endorse a product that they probably know very little about, I am more inclined to think that you’re hiding something. Maybe your product can’t sell based on its own merits?

That’s how I think.

If more people thought the same way, you could save the millions that you’re spending on celebrity endorsements. Try using real people to sell your product, and maybe you could then make your product even more affordable. Not only that, if the celebrity ever does anything to tarnish their image, you won’t have to back-pedal out of the deal.

Tell me what your product does and why I should buy it. Convince me.

If I believe it, I’ll buy it, and try it. If I like it, I’ll continue to buy it.